APA 2134 Lecture Notes - Lecture 9: Ambush Marketing
15 Oct 2018
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Sponsorship challenges/issues: amount of clutter over commercialization, amount of money needed to activate, deliver value, sponsorship fatigue, ambush marketing. Brand protection: protect intellectual property, protect sponsor rights, protect revenue base, contain commercialism, reduce ambush marketing. Ambush marketing: sponsoring the broadcasting of event, purchase advertising spots during/after the broadcast of the event, example adidas( sponsor), nike (ambush) london 2012 and. Ambush marketing literature: not a game, it is serious business and can destroy a sponsorship. If the ambush (parasite) marketing is left unchecked than the fundamental revenus base of sport will be undermined. Business issue: there is little direct evidence of the harm caused by ambush marketing, addressing clutter, integrated public relations strategy, value-added programs, meaningful sponsor recognition, sponsor leveraging/activation, increase level of marketing expertise of sport marketers. It has become a commonplace to protect from ambush marketing using legislation: canada olympic and paralympic marks act ( opma) Opma protection examples: words and symbols ( protects words and symbols)
